A Birmingham brewery has launched a clever initiative to support local pubs during the traditionally quiet Dry January period while also rewarding customers who are moderating their alcohol intake.
How the 'Bank a Beer' Scheme Works
Attic Brew Co, an independent brewery based in Stirchley, is encouraging visitors to its partner pubs to buy a pint of its Lucid 0.5% pale ale during January 2026. In return, customers will receive a card that can be exchanged for a free pint of any available Attic beer in February.
The key details are straightforward: the free pint is not limited to the low-alcohol option. When February arrives, cardholders can redeem their voucher for a full-strength Attic beer at the same venue where they made their initial purchase. This offer is designed to drive footfall into venues during two distinct months.
Supporting Hospitality and Offering Choice
Oli Hurlow, founder of Attic Brew Co, explained the dual purpose behind the campaign. "January can be a tough time for bars, and we wanted to create something that supports venues while giving people real choice," he said.
"Lucid lets people enjoy the social side of going to the pub - they can still have a beer, just without the alcohol. The free pint in February is our way of saying thank you." The brewery emphasises that its Lucid beer is brewed with the same care as its alcoholic range, offering a crisp and refreshing taste for those driving, pacing themselves, or choosing to avoid alcohol.
Participating Pubs and Bars
The campaign is running at several beloved local venues across Birmingham and beyond. The confirmed participating sites include:
- Cherry Reds in Birmingham city centre
- Schooners in Kings Heath
- The Hop Garden in Harborne
- 1000 Trades on the Park in Bearwood
- Bremi's in Bromsgrove
- The Kings Arms in Wantage, Oxford
This initiative directly addresses two major pressures on the hospitality sector: the annual dip in trade during Dry January and the ongoing strain of high operational costs. By incentivising visits in January with a future reward, Attic Brew Co aims to help keep the lights on for these community-focused businesses.
The scheme provides a tangible benefit for individuals participating in Dry January, allowing them to stay involved in the pub-going culture without consuming alcohol, while also giving them a classic pint to look forward to next month. It's a win-win strategy fostering both community support and consumer choice.
